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Consumer perceptions of changes in the brand identity of corporate heritage brands

openaire   +1 more source

Green Transformational Leadership and Value-Action Barrier on Employees' Pro-Environmental Behavior: The Moderating Role of Green Brand Image in Chinese Food Manufacturing Enterprises. [PDF]

Behav Sci (Basel)
Zhong L, Hahn J.
europepmc   +1 more source

Unpacking the effects of brand authenticity on consumer trust and loyalty in nutrition: a psychological perspective. [PDF]

Front Nutr
Lyu M, Wang S, Zhang J.
europepmc   +1 more source

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Gaps Between the Internal and External Perceptions of the Corporate Brand

Corporate Reputation Review, 2002
The corporate branding and reputation literatures both refer to the signi.cance of gaps between the employee and customer perceptions of the corporate brand. There is a generally held view that the two perspectives should be aligned. In particular there is a view that any gaps between the two should be reduced.
Chun, R., Davies, G.; id_orcid 0000-0003-3511-9178   +1 more
exaly   +2 more sources

Exploring origins of ethical company/brand perceptions — A consumer perspective of corporate ethics [PDF]

Journal of Business Research, 2010
Abstract This research provides a consumer perspective of corporate ethics. The study consists of twenty long interviews [McCracken, G., 1988. The long interview. Newbury Park, CA: Sage] with general consumers, and conceptualizes potential sources of consumer perceived ethicality (CPE) of a company/brand by investigating consumers' ethical ...
Katja H Brunk
exaly   +2 more sources

An assessment of strategic corporate philanthropy on perceptions of brand equity variables

Journal of Consumer Marketing, 2005
PurposeThis study aims to develop a classification schema for strategic philanthropy as a framework for empirical investigation and managerial decision making. Additionally it aims to present experimental assessments of various types of philanthropy based on the classification schema.Design/methodology/approachThis study presents the results of two ...
exaly   +2 more sources

The role of brand love on bank customers' perceptions of corporate social responsibility [PDF]

International Journal of Bank Marketing, 2021
Purpose The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social ...
Hayford Amegbe, Charles Hanu
exaly   +2 more sources

Mapping and leveraging influencers in social media to shape corporate brand perceptions

Corporate Communications, 2011
PurposeThe emerging new influencer community is wielding significant power over the perceptions of brands and companies, largely driven by the rapid expansion of social media channels through which influencers communicate. The “nobodies” of the past are now the new “somebodies” demanding the attention of communication professionals who seek continuous ...
Norman Booth, Julie Ann Matic
exaly   +2 more sources